After quite a few years working in Marketing, I found myself having an “ah-ha” moment that literally took my breath away.
It was the first day of my Graphic Design Program in a class called Typography.
What was this mystical subject that Graphic Designers made inside jokes about behind my back?
Typography: one of the most magical subjects to ever delight the heart and spirit.
It’s playful, knowledgeable, whimsical, harsh, dangerous, silly, adventurous, and, oh so necessary, to every single person in Business and Marketing.
Sadly, it is also one of the most undervalued and overlooked tools by those very same people.
Why so important?
Because when shown proper typography, the eye will stop, breathless upon the subtle beauty of words–readable and legible.
The consumer will not glance over such text, but will stop and absorb the meaning of the words placed before them.
Poetry? of course! Necessary for an effective campaign that contains words? of course!
It’s not magic! It’s science.
Words and text have rules.
Simple rules, when followed make content more readable, legible, and hopefully, will allow the reader read it!
Glance upon this nicely done poster found on Pinterest:
A beautiful illustration of the subtle importance of learning Typography.
A tweak of space here or there will keep the eye in place just long enough to capture one or two more readers to your content.
But its only step one.
Master spacing and then the real fun begins. Fonts.
My second “ah ha” moment.